The Youth Market for Financial Services
- 1 February 1991
- journal article
- Published by Emerald Publishing in International Journal of Bank Marketing
- Vol. 9 (2) , 3-11
- https://doi.org/10.1108/02652329110001143
Abstract
Findings are presented from an empirical investigation among the youth market for financial services. Attention is focused on account ownership and use of services, together with attitudinal data pertaining to banks and building societies and the services they provide; of particular interest is evidence of split banking and bank switching. Overall, the heterogeneity of the youth market with respect to needs, attitudes and behaviour is highlighted, and a number of implications for the marketing strategies of banks and building societies are suggested.Keywords
This publication has 1 reference indexed in Scilit:
- CONDUCTING FOCUS GROUPS — A GUIDE FOR FIRST‐TIME USERSMarketing Intelligence & Planning, 1988